2019 December Board Book

CMAB Functional Priority

Reframe the Dairy Health Story Influence the Influencers

Activation

Key Messages Delivered

California milk and dairy products are a healthy, tasty way to get essential vitamins and minerals California dairy is a healthy source of protein Dairy fits into modern diets, healthy eating plans Look for the Real California Milk seal Nourish Social Influencer Event - UPDATE Results: 1M impressions Content from influencers who attended the June CMAB Nourish event appeared throughout Q3, including content from @fitcopmom, @exercisewithextrafries, @hungryhaley, @constancelyeating and @patriciabannan, focusing on how dairy fits into active lifestyles and the sustainability of California dairy production. Train the Trainer Program A program focused on reaching the professional and consumer athletic and fitness trainer community launched in mid-summer with a survey of California elite trainers with a

goal of identifying 2-3 spokespeople to conduct peer-to-peer education as well as outreach to share current research and materials on sustainable nutrition and how dairy is an essential tool for athletic performance.

Health Professionals: Health Expert Social Media Content, Peer to Peer Education Results: 3 posts/90k Impressions Nurse Barb Dehn’s Q3 social content focused on the importance of calcium for pregnant women and sustainable nutrition from dairy. In August, Nurse Barb conducted a continuing education session at the Nurse Practitioners Association for Continuing Education conference in San Diego where she shared the latest information about dairy and nutrition/health from National Dairy Council. Additional continuing education sessions are planned for 2019 at regional NAPNAP chapters in California. Health Influencers: Social Media Influencers Results: 20 posts/1.9M impressions CMAB continued its partnership with social media influencers Run-Eat-Repeat and Diet Assassinista to share content that showcases how California dairy fits within an active, healthy and balanced lifestyle on their blogs and social channels, including Instagram and Pinterest. Health Influencers: College Student Audience For Q4, the CMAB is launching content with two new partners focused on reaching the college student audience: The FeedFeed (IG audience: 1.6M) and SkinnyTaste (IG audience: 1.3M). Both partners were identified in a survey as top sources of food content for the college audience.